Marketing For The People

When you’re looking through tons of sales and analytics data, it’s easy to forget that there’s a person behind each of your data points.

Even I do it sometimes.

But that’s what I love so much about behavioral marketing; it forces you to come around to the other side of the screen and to see your marketing from your customer’s perspective.

It helps because it puts you on an even playing field with your customers.

You’re not talking down to them and shouting a message. What you’re actually hoping to do is invite a conversation.

This is what happens when you market “for” people and not “to” people or to cookies.

Just by being thoughtful about your customers, you can begin to connect more and convert better, too.
 
When someone visits your website, it should feel like a one-on-one sales meeting.

That actually brings me to having “human sales conversations” again.
 

Talk Through Your Sales

Next time you are in a sales conversation with a prospect, record it. (It’s ok for this to be a mock-conversation.) Then, go back and transcribe the conversation so you can really see what you’re saying.

This might be a 20-minute or longer conversation. Notice how long the conversation is when you type it up.

It could be really long. Print it all out and tape it together; it will probably look like a huge snake.

In my business, it might take four or five in-person meetings before someone is ready to spend millions on an enterprise software system, so it does add up quickly.

But transcribing the whole process helps you to see how much effort and awareness you’re putting into your communication.
 

Don’t Forget To Romance

It’s also important to pay attention to how you’re talking about your story and how you’re romancing the client. Most websites forget to add this aspect of their in-person sales to their landing pages.

Your customers only think about which techniques will give them the best conversion rates, not the real human who will be spending time on the site. They end up with a sterile-looking website that’s not memorable.

Just to be clear, I don’t mean to literally use your transcription as your web copy, but for a lot of people that would probably be an improvement.

See your conversation as a roadmap for how you sell to another human in person and translate that onto your website.
 

Take A Look At Reviews

If you’re not sure how to bridge the gap between the tone in your transcribed copy and what’s on your site, take a look at online product reviews.

People who write reviews for Amazon and other products are giving you a free master class in how humans speak about products online.
 
That’s how you need to be in all your emails, ads and copy.

Remember the best words come from real humans speaking to real humans.

 

Action Steps

  1. Record a sales conversation and then transcribe the conversation.
  2. Find Amazon product reviews in your industry for examples of the most authentic and honest “talk” from humans.
  3. Take this conversational language, and add it into your web copy and landing pages.

 

Result You Will Achieve

You’ll own the conversation with all of your individual customers, able to speak to them as humans across all platforms.
 

Mentor: Ryan Urban

CEO at BounceX. A veteran of the ecommerce space, Ryan was formerly Director of Acquisition at Bonobos and prior to that, Brickhouse Security. He has served on the advisory boards of both BabyAge.com and Bonobos.

 
This article is based on an EHQ interview with the mentor.